Here we are in late January, about to enter into the most cutthroat competition of the year – Super Bowl advertising. I think Newcastle was a clear winner last year. Remember this spoof featuring the hilarious Anna Kendrick? Newcastle invested in the right celebrity, and they orchestrated an effective distribution strategy void of one major thing – actual TV advertising during the big game. The brand created a witty script that artfully shared the message and spoke to the target audience. Most importantly, viewers could easily share the content online, which led to an enviable amount of exposure for a fraction of the cost of traditional advertising.
This year, Newcastle is at it again with these new gems. There’s this one that spoofs the user-generated content trend, and this one that pokes fun at big brands spending big Super Bowl money. You forget (almost) that Newcastle is owned by one of the biggest – HEINEKEN. The videos are already capturing consumer and media attention, not to mention hundreds of thousands views/shares/likes. And, the content lives on after the game.
I’m betting Newcastle will win again this year. What do you think?